This document provides an overview of a 2006 Olympic global brand research study involving 12 markets. It finds that the Olympic Games have high awareness globally at 77% on average. The Olympic Winter Games are rated as the most appealing event in Italy, Russia, and Canada. The Olympic Games (summer) are rated highest in France and Japan. The Football World Cup is most appealing in the UK, Germany, Brazil, Mexico, China, and South Africa. Figure skating and ice hockey are the most popular winter Olympic sports overall.
Quiksilver is a leading action sports brand that manufactures surfwear, clothing, and accessories, but has experienced declining sales in recent years; the document analyzes Quiksilver's brand identity, image, and essence centered around an outdoor lifestyle and commitment to sustainability through CSR initiatives with stakeholders like suppliers, sponsors, consumers, media, and athletes. The analysis informs the development of Quiksilver's IMC plan, budget, and KPIs to strengthen its position in the action sports market through promoting its brand values and an eco-friendly message.
The document discusses the strategy, diagnostic, and actions for Quiksilver Europe. It provides an overview of Quiksilver's brands, markets, and current situation with declining sales. It then analyzes Quiksilver's strengths, weaknesses, opportunities, and threats. Specifically, it identifies opportunities in the growing streetwear market but also threats from larger competitors entering the action sports market.
This case study analyzes General Electric's sponsorship of the Olympic Games from 2006 to 2012. GE paid $180 million to join The Olympic Partner program to gain global marketing rights. To maximize the sponsorship, GE appointed Peter Foss as President of GE Olympic Sponsorship. Foss organized a planning process using GE's WorkOut model and developed a new integrated organizational structure. This allowed GE to effectively market and sell across business units and generate revenue through "pull-through" opportunities. The sponsorship helped GE achieve its goal of branding itself in Asia.
Outstanding research from a few years ago on Formula 1 - level of interest globally, in comparison to other sports, image, and positioning of the sadly departed BMW Sauber F1 team. If you like motorsport, sponsorship or the business of sport, you'll likely find this very interesting!
This document provides an analysis of Formula 1 teams' use of social media in February 2014. It finds that while higher budget teams do not necessarily use the most social media channels, all teams utilize Facebook, Twitter, YouTube and LinkedIn. Ferrari leads most metrics due to including its production car business, but Red Bull, McLaren and Mercedes also rank highly. The analysis shows variations between teams in their adoption and use of different social media platforms to engage fans.
Top Earners in Motorsports as of June, 2013JHA Marketing
Forbes magazine identified the world's highest paid athletes in June, 2013. This slide pulls out the top eight motorsport drivers and shows their salary and winnings as well as endorsements for the prior 12 months. The set of eight drivers (including one motorcycle rider) consists of four drivers from NASCAR, three drivers from Formula One (F1) and one rider from MotoGP. Total earnings for this group range from $18 million up to $30 million.
The document summarizes Dell's review of opportunities to become an official sponsor of the 2010 Vancouver Winter Olympics. It includes information on branding research, media partners, sustainability efforts, IT requirements, hospitality rights, and an overview of potential product, services and sponsorship contributions Dell could provide. Next steps identified are to assess conflicts with another sponsor, complete valuations, determine additional costs, and socialize the opportunity for a go/no-go decision.
Quiksilver is a leading action sports brand that manufactures surfwear, clothing, and accessories, but has experienced declining sales in recent years; the document analyzes Quiksilver's brand identity, image, and essence centered around an outdoor lifestyle and commitment to sustainability through CSR initiatives with stakeholders like suppliers, sponsors, consumers, media, and athletes. The analysis informs the development of Quiksilver's IMC plan, budget, and KPIs to strengthen its position in the action sports market through promoting its brand values and an eco-friendly message.
The document discusses the strategy, diagnostic, and actions for Quiksilver Europe. It provides an overview of Quiksilver's brands, markets, and current situation with declining sales. It then analyzes Quiksilver's strengths, weaknesses, opportunities, and threats. Specifically, it identifies opportunities in the growing streetwear market but also threats from larger competitors entering the action sports market.
This case study analyzes General Electric's sponsorship of the Olympic Games from 2006 to 2012. GE paid $180 million to join The Olympic Partner program to gain global marketing rights. To maximize the sponsorship, GE appointed Peter Foss as President of GE Olympic Sponsorship. Foss organized a planning process using GE's WorkOut model and developed a new integrated organizational structure. This allowed GE to effectively market and sell across business units and generate revenue through "pull-through" opportunities. The sponsorship helped GE achieve its goal of branding itself in Asia.
Outstanding research from a few years ago on Formula 1 - level of interest globally, in comparison to other sports, image, and positioning of the sadly departed BMW Sauber F1 team. If you like motorsport, sponsorship or the business of sport, you'll likely find this very interesting!
This document provides an analysis of Formula 1 teams' use of social media in February 2014. It finds that while higher budget teams do not necessarily use the most social media channels, all teams utilize Facebook, Twitter, YouTube and LinkedIn. Ferrari leads most metrics due to including its production car business, but Red Bull, McLaren and Mercedes also rank highly. The analysis shows variations between teams in their adoption and use of different social media platforms to engage fans.
Top Earners in Motorsports as of June, 2013JHA Marketing
Forbes magazine identified the world's highest paid athletes in June, 2013. This slide pulls out the top eight motorsport drivers and shows their salary and winnings as well as endorsements for the prior 12 months. The set of eight drivers (including one motorcycle rider) consists of four drivers from NASCAR, three drivers from Formula One (F1) and one rider from MotoGP. Total earnings for this group range from $18 million up to $30 million.
The document summarizes Dell's review of opportunities to become an official sponsor of the 2010 Vancouver Winter Olympics. It includes information on branding research, media partners, sustainability efforts, IT requirements, hospitality rights, and an overview of potential product, services and sponsorship contributions Dell could provide. Next steps identified are to assess conflicts with another sponsor, complete valuations, determine additional costs, and socialize the opportunity for a go/no-go decision.
2024 State of Marketing Report – by HubspotMarius Sescu
https://www.hubspot.com/state-of-marketing
· Scaling relationships and proving ROI
· Social media is the place for search, sales, and service
· Authentic influencer partnerships fuel brand growth
· The strongest connections happen via call, click, chat, and camera.
· Time saved with AI leads to more creative work
· Seeking: A single source of truth
· TLDR; Get on social, try AI, and align your systems.
· More human marketing, powered by robots
ChatGPT is a revolutionary addition to the world since its introduction in 2022. A big shift in the sector of information gathering and processing happened because of this chatbot. What is the story of ChatGPT? How is the bot responding to prompts and generating contents? Swipe through these slides prepared by Expeed Software, a web development company regarding the development and technical intricacies of ChatGPT!
Product Design Trends in 2024 | Teenage EngineeringsPixeldarts
The realm of product design is a constantly changing environment where technology and style intersect. Every year introduces fresh challenges and exciting trends that mold the future of this captivating art form. In this piece, we delve into the significant trends set to influence the look and functionality of product design in the year 2024.
How Race, Age and Gender Shape Attitudes Towards Mental HealthThinkNow
Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits.
To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups.
Technology
For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did.
While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis.
Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad.
Age and Gender
When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same.
Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers.
Race Affects Attitudes
As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).
AI Trends in Creative Operations 2024 by Artwork Flow.pdfmarketingartwork
Creative operations teams expect increased AI use in 2024. Currently, over half of tasks are not AI-enabled, but this is expected to decrease in the coming year. ChatGPT is the most popular AI tool currently. Business leaders are more actively exploring AI benefits than individual contributors. Most respondents do not believe AI will impact workforce size in 2024. However, some inhibitions still exist around AI accuracy and lack of understanding. Creatives primarily want to use AI to save time on mundane tasks and boost productivity.
Organizational culture includes values, norms, systems, symbols, language, assumptions, beliefs, and habits that influence employee behaviors and how people interpret those behaviors. It is important because culture can help or hinder a company's success. Some key aspects of Netflix's culture that help it achieve results include hiring smartly so every position has stars, focusing on attitude over just aptitude, and having a strict policy against peacocks, whiners, and jerks.
PEPSICO Presentation to CAGNY Conference Feb 2024Neil Kimberley
PepsiCo provided a safe harbor statement noting that any forward-looking statements are based on currently available information and are subject to risks and uncertainties. It also provided information on non-GAAP measures and directing readers to its website for disclosure and reconciliation. The document then discussed PepsiCo's business overview, including that it is a global beverage and convenient food company with iconic brands, $91 billion in net revenue in 2023, and nearly $14 billion in core operating profit. It operates through a divisional structure with a focus on local consumers.
Content Methodology: A Best Practices Report (Webinar)contently
This document provides an overview of content methodology best practices. It defines content methodology as establishing objectives, KPIs, and a culture of continuous learning and iteration. An effective methodology focuses on connecting with audiences, creating optimal content, and optimizing processes. It also discusses why a methodology is needed due to the competitive landscape, proliferation of channels, and opportunities for improvement. Components of an effective methodology include defining objectives and KPIs, audience analysis, identifying opportunities, and evaluating resources. The document concludes with recommendations around creating a content plan, testing and optimizing content over 90 days.
How to Prepare For a Successful Job Search for 2024Albert Qian
The document provides guidance on preparing a job search for 2024. It discusses the state of the job market, focusing on growth in AI and healthcare but also continued layoffs. It recommends figuring out what you want to do by researching interests and skills, then conducting informational interviews. The job search should involve building a personal brand on LinkedIn, actively applying to jobs, tailoring resumes and interviews, maintaining job hunting as a habit, and continuing self-improvement. Once hired, the document advises setting new goals and keeping skills and networking active in case of future opportunities.
A report by thenetworkone and Kurio.
The contributing experts and agencies are (in an alphabetical order): Sylwia Rytel, Social Media Supervisor, 180heartbeats + JUNG v MATT (PL), Sharlene Jenner, Vice President - Director of Engagement Strategy, Abelson Taylor (USA), Alex Casanovas, Digital Director, Atrevia (ES), Dora Beilin, Senior Social Strategist, Barrett Hoffher (USA), Min Seo, Campaign Director, Brand New Agency (KR), Deshé M. Gully, Associate Strategist, Day One Agency (USA), Francesca Trevisan, Strategist, Different (IT), Trevor Crossman, CX and Digital Transformation Director; Olivia Hussey, Strategic Planner; Simi Srinarula, Social Media Manager, The Hallway (AUS), James Hebbert, Managing Director, Hylink (CN / UK), Mundy Álvarez, Planning Director; Pedro Rojas, Social Media Manager; Pancho González, CCO, Inbrax (CH), Oana Oprea, Head of Digital Planning, Jam Session Agency (RO), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Shantesh S Row, Creative Director, Liwa (UAE), Rajesh Mehta, Chief Strategy Officer; Dhruv Gaur, Digital Planning Lead; Leonie Mergulhao, Account Supervisor - Social Media & PR, Medulla (IN), Aurelija Plioplytė, Head of Digital & Social, Not Perfect (LI), Daiana Khaidargaliyeva, Account Manager, Osaka Labs (UK / USA), Stefanie Söhnchen, Vice President Digital, PIABO Communications (DE), Elisabeth Winiartati, Managing Consultant, Head of Global Integrated Communications; Lydia Aprina, Account Manager, Integrated Marketing and Communications; Nita Prabowo, Account Manager, Integrated Marketing and Communications; Okhi, Web Developer, PNTR Group (ID), Kei Obusan, Insights Director; Daffi Ranandi, Insights Manager, Radarr (SG), Gautam Reghunath, Co-founder & CEO, Talented (IN), Donagh Humphreys, Head of Social and Digital Innovation, THINKHOUSE (IRE), Sarah Yim, Strategy Director, Zulu Alpha Kilo (CA).
Trends In Paid Search: Navigating The Digital Landscape In 2024Search Engine Journal
The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands.
It’s important that you’re ready to implement new strategies in 2024.
Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024.
You’ll learn:
- The latest trends in AI and automation, and what this means for an evolving paid search ecosystem.
- New developments in privacy and data regulation.
- Emerging ad formats that are expected to make an impact next year.
Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape.
If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.
5 Public speaking tips from TED - Visualized summarySpeakerHub
From their humble beginnings in 1984, TED has grown into the world’s most powerful amplifier for speakers and thought-leaders to share their ideas. They have over 2,400 filmed talks (not including the 30,000+ TEDx videos) freely available online, and have hosted over 17,500 events around the world.
With over one billion views in a year, it’s no wonder that so many speakers are looking to TED for ideas on how to share their message more effectively.
The article “5 Public-Speaking Tips TED Gives Its Speakers”, by Carmine Gallo for Forbes, gives speakers five practical ways to connect with their audience, and effectively share their ideas on stage.
Whether you are gearing up to get on a TED stage yourself, or just want to master the skills that so many of their speakers possess, these tips and quotes from Chris Anderson, the TED Talks Curator, will encourage you to make the most impactful impression on your audience.
See the full article and more summaries like this on SpeakerHub here: https://speakerhub.com/blog/5-presentation-tips-ted-gives-its-speakers
See the original article on Forbes here:
http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/carminegallo/2016/05/06/5-public-speaking-tips-ted-gives-its-speakers/&refURL=&referrer=#5c07a8221d9b
ChatGPT and the Future of Work - Clark Boyd Clark Boyd
Everyone is in agreement that ChatGPT (and other generative AI tools) will shape the future of work. Yet there is little consensus on exactly how, when, and to what extent this technology will change our world.
Businesses that extract maximum value from ChatGPT will use it as a collaborative tool for everything from brainstorming to technical maintenance.
For individuals, now is the time to pinpoint the skills the future professional will need to thrive in the AI age.
Check out this presentation to understand what ChatGPT is, how it will shape the future of work, and how you can prepare to take advantage.
The document provides career advice for getting into the tech field, including:
- Doing projects and internships in college to build a portfolio.
- Learning about different roles and technologies through industry research.
- Contributing to open source projects to build experience and network.
- Developing a personal brand through a website and social media presence.
- Networking through events, communities, and finding a mentor.
- Practicing interviews through mock interviews and whiteboarding coding questions.
Google's Just Not That Into You: Understanding Core Updates & Search IntentLily Ray
1. Core updates from Google periodically change how its algorithms assess and rank websites and pages. This can impact rankings through shifts in user intent, site quality issues being caught up to, world events influencing queries, and overhauls to search like the E-A-T framework.
2. There are many possible user intents beyond just transactional, navigational and informational. Identifying intent shifts is important during core updates. Sites may need to optimize for new intents through different content types and sections.
3. Responding effectively to core updates requires analyzing "before and after" data to understand changes, identifying new intents or page types, and ensuring content matches appropriate intents across video, images, knowledge graphs and more.
A brief introduction to DataScience with explaining of the concepts, algorithms, machine learning, supervised and unsupervised learning, clustering, statistics, data preprocessing, real-world applications etc.
It's part of a Data Science Corner Campaign where I will be discussing the fundamentals of DataScience, AIML, Statistics etc.
Time Management & Productivity - Best PracticesVit Horky
Here's my presentation on by proven best practices how to manage your work time effectively and how to improve your productivity. It includes practical tips and how to use tools such as Slack, Google Apps, Hubspot, Google Calendar, Gmail and others.
The six step guide to practical project managementMindGenius
The six step guide to practical project management
If you think managing projects is too difficult, think again.
We’ve stripped back project management processes to the
basics – to make it quicker and easier, without sacrificing
the vital ingredients for success.
“If you’re looking for some real-world guidance, then The Six Step Guide to Practical Project Management will help.”
Dr Andrew Makar, Tactical Project Management
2024 State of Marketing Report – by HubspotMarius Sescu
https://www.hubspot.com/state-of-marketing
· Scaling relationships and proving ROI
· Social media is the place for search, sales, and service
· Authentic influencer partnerships fuel brand growth
· The strongest connections happen via call, click, chat, and camera.
· Time saved with AI leads to more creative work
· Seeking: A single source of truth
· TLDR; Get on social, try AI, and align your systems.
· More human marketing, powered by robots
ChatGPT is a revolutionary addition to the world since its introduction in 2022. A big shift in the sector of information gathering and processing happened because of this chatbot. What is the story of ChatGPT? How is the bot responding to prompts and generating contents? Swipe through these slides prepared by Expeed Software, a web development company regarding the development and technical intricacies of ChatGPT!
Product Design Trends in 2024 | Teenage EngineeringsPixeldarts
The realm of product design is a constantly changing environment where technology and style intersect. Every year introduces fresh challenges and exciting trends that mold the future of this captivating art form. In this piece, we delve into the significant trends set to influence the look and functionality of product design in the year 2024.
How Race, Age and Gender Shape Attitudes Towards Mental HealthThinkNow
Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits.
To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups.
Technology
For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did.
While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis.
Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad.
Age and Gender
When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same.
Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers.
Race Affects Attitudes
As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).
AI Trends in Creative Operations 2024 by Artwork Flow.pdfmarketingartwork
Creative operations teams expect increased AI use in 2024. Currently, over half of tasks are not AI-enabled, but this is expected to decrease in the coming year. ChatGPT is the most popular AI tool currently. Business leaders are more actively exploring AI benefits than individual contributors. Most respondents do not believe AI will impact workforce size in 2024. However, some inhibitions still exist around AI accuracy and lack of understanding. Creatives primarily want to use AI to save time on mundane tasks and boost productivity.
Organizational culture includes values, norms, systems, symbols, language, assumptions, beliefs, and habits that influence employee behaviors and how people interpret those behaviors. It is important because culture can help or hinder a company's success. Some key aspects of Netflix's culture that help it achieve results include hiring smartly so every position has stars, focusing on attitude over just aptitude, and having a strict policy against peacocks, whiners, and jerks.
PEPSICO Presentation to CAGNY Conference Feb 2024Neil Kimberley
PepsiCo provided a safe harbor statement noting that any forward-looking statements are based on currently available information and are subject to risks and uncertainties. It also provided information on non-GAAP measures and directing readers to its website for disclosure and reconciliation. The document then discussed PepsiCo's business overview, including that it is a global beverage and convenient food company with iconic brands, $91 billion in net revenue in 2023, and nearly $14 billion in core operating profit. It operates through a divisional structure with a focus on local consumers.
Content Methodology: A Best Practices Report (Webinar)contently
This document provides an overview of content methodology best practices. It defines content methodology as establishing objectives, KPIs, and a culture of continuous learning and iteration. An effective methodology focuses on connecting with audiences, creating optimal content, and optimizing processes. It also discusses why a methodology is needed due to the competitive landscape, proliferation of channels, and opportunities for improvement. Components of an effective methodology include defining objectives and KPIs, audience analysis, identifying opportunities, and evaluating resources. The document concludes with recommendations around creating a content plan, testing and optimizing content over 90 days.
How to Prepare For a Successful Job Search for 2024Albert Qian
The document provides guidance on preparing a job search for 2024. It discusses the state of the job market, focusing on growth in AI and healthcare but also continued layoffs. It recommends figuring out what you want to do by researching interests and skills, then conducting informational interviews. The job search should involve building a personal brand on LinkedIn, actively applying to jobs, tailoring resumes and interviews, maintaining job hunting as a habit, and continuing self-improvement. Once hired, the document advises setting new goals and keeping skills and networking active in case of future opportunities.
A report by thenetworkone and Kurio.
The contributing experts and agencies are (in an alphabetical order): Sylwia Rytel, Social Media Supervisor, 180heartbeats + JUNG v MATT (PL), Sharlene Jenner, Vice President - Director of Engagement Strategy, Abelson Taylor (USA), Alex Casanovas, Digital Director, Atrevia (ES), Dora Beilin, Senior Social Strategist, Barrett Hoffher (USA), Min Seo, Campaign Director, Brand New Agency (KR), Deshé M. Gully, Associate Strategist, Day One Agency (USA), Francesca Trevisan, Strategist, Different (IT), Trevor Crossman, CX and Digital Transformation Director; Olivia Hussey, Strategic Planner; Simi Srinarula, Social Media Manager, The Hallway (AUS), James Hebbert, Managing Director, Hylink (CN / UK), Mundy Álvarez, Planning Director; Pedro Rojas, Social Media Manager; Pancho González, CCO, Inbrax (CH), Oana Oprea, Head of Digital Planning, Jam Session Agency (RO), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Shantesh S Row, Creative Director, Liwa (UAE), Rajesh Mehta, Chief Strategy Officer; Dhruv Gaur, Digital Planning Lead; Leonie Mergulhao, Account Supervisor - Social Media & PR, Medulla (IN), Aurelija Plioplytė, Head of Digital & Social, Not Perfect (LI), Daiana Khaidargaliyeva, Account Manager, Osaka Labs (UK / USA), Stefanie Söhnchen, Vice President Digital, PIABO Communications (DE), Elisabeth Winiartati, Managing Consultant, Head of Global Integrated Communications; Lydia Aprina, Account Manager, Integrated Marketing and Communications; Nita Prabowo, Account Manager, Integrated Marketing and Communications; Okhi, Web Developer, PNTR Group (ID), Kei Obusan, Insights Director; Daffi Ranandi, Insights Manager, Radarr (SG), Gautam Reghunath, Co-founder & CEO, Talented (IN), Donagh Humphreys, Head of Social and Digital Innovation, THINKHOUSE (IRE), Sarah Yim, Strategy Director, Zulu Alpha Kilo (CA).
Trends In Paid Search: Navigating The Digital Landscape In 2024Search Engine Journal
The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands.
It’s important that you’re ready to implement new strategies in 2024.
Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024.
You’ll learn:
- The latest trends in AI and automation, and what this means for an evolving paid search ecosystem.
- New developments in privacy and data regulation.
- Emerging ad formats that are expected to make an impact next year.
Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape.
If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.
5 Public speaking tips from TED - Visualized summarySpeakerHub
From their humble beginnings in 1984, TED has grown into the world’s most powerful amplifier for speakers and thought-leaders to share their ideas. They have over 2,400 filmed talks (not including the 30,000+ TEDx videos) freely available online, and have hosted over 17,500 events around the world.
With over one billion views in a year, it’s no wonder that so many speakers are looking to TED for ideas on how to share their message more effectively.
The article “5 Public-Speaking Tips TED Gives Its Speakers”, by Carmine Gallo for Forbes, gives speakers five practical ways to connect with their audience, and effectively share their ideas on stage.
Whether you are gearing up to get on a TED stage yourself, or just want to master the skills that so many of their speakers possess, these tips and quotes from Chris Anderson, the TED Talks Curator, will encourage you to make the most impactful impression on your audience.
See the full article and more summaries like this on SpeakerHub here: https://speakerhub.com/blog/5-presentation-tips-ted-gives-its-speakers
See the original article on Forbes here:
http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/carminegallo/2016/05/06/5-public-speaking-tips-ted-gives-its-speakers/&refURL=&referrer=#5c07a8221d9b
ChatGPT and the Future of Work - Clark Boyd Clark Boyd
Everyone is in agreement that ChatGPT (and other generative AI tools) will shape the future of work. Yet there is little consensus on exactly how, when, and to what extent this technology will change our world.
Businesses that extract maximum value from ChatGPT will use it as a collaborative tool for everything from brainstorming to technical maintenance.
For individuals, now is the time to pinpoint the skills the future professional will need to thrive in the AI age.
Check out this presentation to understand what ChatGPT is, how it will shape the future of work, and how you can prepare to take advantage.
The document provides career advice for getting into the tech field, including:
- Doing projects and internships in college to build a portfolio.
- Learning about different roles and technologies through industry research.
- Contributing to open source projects to build experience and network.
- Developing a personal brand through a website and social media presence.
- Networking through events, communities, and finding a mentor.
- Practicing interviews through mock interviews and whiteboarding coding questions.
Google's Just Not That Into You: Understanding Core Updates & Search IntentLily Ray
1. Core updates from Google periodically change how its algorithms assess and rank websites and pages. This can impact rankings through shifts in user intent, site quality issues being caught up to, world events influencing queries, and overhauls to search like the E-A-T framework.
2. There are many possible user intents beyond just transactional, navigational and informational. Identifying intent shifts is important during core updates. Sites may need to optimize for new intents through different content types and sections.
3. Responding effectively to core updates requires analyzing "before and after" data to understand changes, identifying new intents or page types, and ensuring content matches appropriate intents across video, images, knowledge graphs and more.
A brief introduction to DataScience with explaining of the concepts, algorithms, machine learning, supervised and unsupervised learning, clustering, statistics, data preprocessing, real-world applications etc.
It's part of a Data Science Corner Campaign where I will be discussing the fundamentals of DataScience, AIML, Statistics etc.
Time Management & Productivity - Best PracticesVit Horky
Here's my presentation on by proven best practices how to manage your work time effectively and how to improve your productivity. It includes practical tips and how to use tools such as Slack, Google Apps, Hubspot, Google Calendar, Gmail and others.
The six step guide to practical project managementMindGenius
The six step guide to practical project management
If you think managing projects is too difficult, think again.
We’ve stripped back project management processes to the
basics – to make it quicker and easier, without sacrificing
the vital ingredients for success.
“If you’re looking for some real-world guidance, then The Six Step Guide to Practical Project Management will help.”
Dr Andrew Makar, Tactical Project Management
4. 12 Markets in 2006 Study
Brazil Canada Germany
France
n
pa
Ja
Americas Europe Asia S. Africa
UK
USA
Me
Ita
Ru
l
x ic
China
ss
y
ia
o
12 Markets representing over one third of the world’s population
5. China – sample point differences
2004
Interviewing undertaken in 3 cities
2006
Broadened sample points to include tier 2 Shenyang
cities as well as Tier 1 cities
In each study, the total Chinese sample
Beijing
was split evenly amongst the cities
Nanjing
Shanghai
Chengdu
Wuhan
Guangzhou
Shenzhen
Tier 1 City
Tier 2 City
6. Methodology
Interview Technique
Face to face interviewing with at least 3 sample points/cities per market
Same fieldwork agencies as 2004 used in 2006 to ensure consistency
Timing
Interviewing started on 27th February, the day after the 2006 Winter Olympic
Games closing ceremony
7. Sample
Respondents
Aged 12 to 55 with quota controls on:
- Gender = 50% male; 50% female
- Age = 25% 12-19; 25% 20-30; 25% 31-40; 25% 41-55
- Socio-economic group = representative of national populations
Those associated with sports marketing, advertising, market research, public
relations or journalism were excluded from the sample
Sample Size
500 respondents in all markets, except China and USA where 1,000 were
recruited due to the populous nature of these 2 markets (7,000 Total)
9. Review of Objectives
Research will be used to …
Appreciate the current position of the Olympic Winter Games
Continue to effectively market and manage the Olympic Brand as part
of ongoing tracking of the brand
Recognise how consumers interact with the event in order to ensure
future Olympic Games are delivered in relevant fashion, one that
engages the audience in an optimum way
Explore what the Olympic Games means as a commercial platform
Appreciate the value of sponsorship in order to optimise the
effectiveness of TOP sponsor servicing
10. Consumers
Awareness & Appeal of Events
Favourite Olympic Winter Sports
Bringing science to the art of sponsorship
11. Awareness & Appeal of Events
All Countries
Average Appeal = 5.8
Olympic Games
100%
Olympic Winter Games
Wimbledon Tennis Championships
90%
Olympic Games Extreme Sports X Games
80%
Average Aware = 77% Oscars Ceremony/Academy Aw ards
70%
World Athletics Championship
Aware of Event
60% MTV Music Aw ards
50% Formula One (F1) Motor Racing
NBA Championships
40%
NHL Stanley Cup
30%
Football World Cup
20%
NFL Superbow l
10%
Olympic Winter Games
4 5 6 7
Appeal of Event (Mean Score) National Football (Soccer) League
Notes: Since the Rugby World Cup was only asked in UK, France, Italy, Canada, USA & South Africa & the
Asian Games was only asked in China & Japan, the figures for these events has not been included in the “All
Countries” report.
Dotted lines cross at average awareness & appeal; Shaded area denotes high awareness & high appeal
Base: Aware of Event - All respondents; Appeal of Event - Respondents aware of event
12. Awareness & Appeal of Events
2006 vs. 2004 All Countries
100% Olympic Olympic
Summer Games Games
Wimbledon Tennis Championships
90%
Extreme Sports X Games
80%
Oscars Ceremony/Academy Aw ards
Aware of Event
70% World Athletics Championship
MTV Music Aw ards
60%
Formula One (F1) Motor Racing
50%
Football World Cup
Olympic Winter
Winter Olympic Games
40%
4.5 5.5 6.5 7.5
National Football League League
(Soccer)
Appeal of Event (Mean Score)
Notes: Arrows denote change from 2004 to 2006
Base: Aware of Event - All respondents; Appeal of Event - Respondents aware of event
13. Awareness & Appeal of Events
Market Highlights
• The Olympic Winter Games is rated the most appealing event in:
Italy*, Russia, Canada (Russia has highest appeal rating – 7.9/10)
• The Olympic Games (summer) is rated the most appealing event in:
France and Japan (Japan has highest appeal rating – 7.9/10)
• Football World Cup is most appealing event in:
UK, Germany, Italy*, Brazil, Mexico, China^, S. Africa;
• In US, Summer and Winter Games second only to NFL Superbowl
In Germany, Summer Games is second only to World Cup
• Russia – Winter and Summer Olympic Games both considerably
more appealing than next best World Cup
* In Italy, World Cup and Winter Games equal top
^ In China MTV Awards equal top
14. Fi
gu
re
Sk
at
in
Ic g
e
H
40%
oc
Sp ke
All Mentions
ee y
d
Sk
22%
at
in
Sk g
iJ
um
pi
Sn ng
Sk ow
19% 18%
i in bo
g ar
(g d
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at er ob
in al sl
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ot )
sp 17% 17% 16%
ec
ifi
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lp )
in
e
Fr Sk
ee iin
st
yl g
e
14% 13%
Sk
Favourite Winter Olympic Sports
ii n
g
B
ia
th
lo
C n
ro
ss C
11% 10%
-C ur
ou lin
g
you may name up to three?
nt
ry
9%
Sk
i in
g
9%
Lu
Sh ge
or
7%
t Tr
ac
k
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5%
N el
or et
di on
c
C
Q. Please can you tell me which are your favourite Winter Olympic sports –
3%
om
bi
ne
d
2%
O
th
er
4%
Average 14 %
All Countries
15. Favourite Olympic Winter Sports
Q. Please can you tell me which are your favourite Winter Olympic sports –
you may name up to three?
All Mentions:
Contribution by Market
China
Canada Others
24%
5%
Figure Skating France
40% 7%
2,807 respondents
7% 13%
Italy 8% Japan
10% 12%
USA
Mexico
Russia
16. Favourite Olympic Winter Sports
Q. Please can you tell me which are your favourite Winter Olympic sports –
you may name up to three?
All Mentions:
Contribution by Market
Russia
Germany
Others
15%
USA
6%
Ice Hockey UK
20% 7% 12%
1,444 respondents
7%
France
12%
10%
China
10% 11%
Mexico
South Africa
Canada
17. Favourite Olympic Winter Sports
Q. Please can you tell me which are your favourite Winter Olympic sports –
you may name up to three?
All Mentions:
Contribution by Market
China
UK
Others
South Africa 20%
5%
Speed Skating 6%
18% Germany
1,294 respondents 6%
16%
9% USA
Japan 9% 10%
9%
Canada
Mexico
Italy
18. Favourite Olympic Winter Sports
Q. Please can you tell me which are your favourite Winter Olympic sports –
you may name up to three?
All Mentions:
Contribution by Market
Japan
USA Others
15%
Ski-jumping 6% China
Canada
18% 14%
6%
1,291 respondents
7%
Mexico 7% 13%
8% 10%
Germany
France
South Africa
UK
19. Favourite Olympic Winter Sports
Q. Please can you tell me which are your favourite Winter Olympic sports –
you may name up to three?
All Mentions:
Contribution by Market
USA
Germany
Others
21%
China 5%
Skiing (general, not
specified) 6%
18%
Russia 6%
1,268 respondents 18%
6%
7% Canada
France
9% 11%
UK
Brazil Italy
20. Favourite Winter Olympic Sports
Market Highlights
• Interest in Olympic Winter Sports has strong correlation with medal
success
• Figure skating is the main attraction; number one in 6 markets;
France, Italy, Russia, Mexico, China and Japan
• While Ice Hockey is the second most favourite across all markets, it
is ranked first in just one country; South Africa
• Skiing is top in three markets; Brazil, Canada and the US
• Snowboarding is second (25%) ranked amongst the 12-19 year
olds, first is figure skating (35%)
21. Olympic Brand
Attitudes Towards
Values
Consumption
Bringing science to the art of sponsorship
22. Opinions on Olympic Games
All Countries
Q: For the following statements about the Olympic Games, please tell me how much you agree
with the statement using a scale of 1-5 where 1 is do not agree at all and 5 is agree fully.
Disagree % (1-2) Agree % (4-5) Mean Score
The Olympic Games are special as they happen only once in a while 7 77 4.1
No other event brings the world together quite like the Olympic
13 67 3.9
Games
The Olympics Games exposes me to sports that I wouldn't normally 12 68 3.9
be interested in
The Olympic Games is more than just a sports event 9 73 4.1
The performance of Olympic athletes encourages children to 7 75 4.1
participate in sport
The Olympic Games is the pinnacle of all sporting events 12 65 3.9
The Olympic Games helps me to appreciate different cultures 16 61 3.7
There is no better achievement in sport than winning an Olympic
gold medal 12 69 4.0
The Olympic Games provide a good role model for children 7 73 4.1
My enjoyment of the Olympic Games is spoiled by drugs or
26 50 3.4
doping issues
The Olympic Games is as much about taking part as it is about 10 70 4.0
winning
The Olympic Games has something for everyone 8 65 4.0
Note: Highest mean score; Lowest mean score
23. Th
e
di
ve
Yo rs
it y
u /v
ar ar
e ie
su ty
re of
to sp
se or
N e ts
at on
io e
na
lp
sp
or 35%
ri d ty
e/ ou
ca lik
n e
fo
everyone” (scoring 4 or 5 out of 5)
D llo
iff
16%
e w
re m
nt y
c ul co
It tu un
e re tr
nc
ou s y
ra co
g m 10%
es in
g
pe to
op g et
le he
to r
ta
k
8%
e
A pa
ll
Opinions on Olympic Games
rt
c ou in
nt sp
It r ie or
t
e nc s
8%
ar
om e
pa re
s p re
se
s s en
al te
lr
ac d
6%
It es
i s /g
an en
in de
t r/a
er
na g es
t io
A n
4%
al
ch /g
an lo
Base (4,584): Respondents agreeing with statement “The Olympic Games has something for
ce b al
to ev
se en
e t
th
3%
e
be
st
at
hl
et
es
Q: Why do you agree with the statement “The Olympic Games has something for everyone”?
3%
All Countries
24. Opinions on Olympic Games
All Countries
Q: Why do you disagree with the statement “The Olympic Games has something for everyone”?
33%
12% 11%
8%
6% 6% 5% 4% 3%
re
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Base (592 – 8%): Respondents disagreeing with statement “The Olympic Games has something for
everyone” (scoring 1 or 2 out of 5)
25. Opinions on Olympic Games
Drivers of Interest/Market Highlights
Agree with Statement Total High Low
Games are special as happen once in a while 77% 88% 66%
Performance of Olympic athletes encourages children
to participate in sport 75% 92% 45%
More than just a sports event 73% 90% 60%
Good role model for children 73% 94% 48%
As much about taking part as winning 70% 87% 42%
No better achievement in sport than winning an
Olympic gold medal 69% 89% 46%
26. Imagery of Olympic Games
All Countries
Q: Please say how much or how little each descriptor applies to the Olympic Games using
a scale of 1-10 where 1 is does not apply at all and 10 is applies fully
[Mean Scores: 1 = Does Not Apply → 10 = Applies Fully]
Authentic
Unity 10 Being the best
Trustworthy Celebration
Striving Determination
Spiritual Dynamic
Respectful Equality
Political Eternal
Peace Excellence
2
Patriotic Exciting
Participation Fair Play
Too commercialized Festive
Optimism Friendship
Inspirational Glamorous
Innovative Global
Inclusive Heritage & tradition
Note: Highest mean score; Lowest mean score; Shaded area in grey is “All Countries”
27. Imagery of Olympic Games
All Countries
Q: Please say how much or how little each descriptor applies to the Olympic Games using
a scale of 1-10 where 1 is does not apply at all and 10 is applies fully
[Mean Scores: 1 = Does Not Apply → 10 = Applies Fully]
Average of all descriptors = 7.4
1st Tier 2nd Tier 3rd Tier
Descriptor Mean Score Descriptor Mean Score Descriptor Mean Score
Global 8.3 Unity 7.7 Authentic 7.3
Striving 8.2 Festive 7.7 Equality 7.3
Excellence 7.9 Heritage & tradition 7.6 Trustworthy 7.3
Determination 7.9 Peace 7.6 Inclusive 7.1
Participation 7.9 Friendship 7.6 Eternal 6.9
Being the best 7.9 Respectful 7.5 Glamorous 6.9
Celebration 7.9 Inspirational 7.5 Innovative 6.9
Dynamic 7.9 Fair Play 7.5 Spiritual 6.3
Patriotic 7.8 Optimism 7.5 Political 6.1
Exciting 7.8 Too commercialized 5.7
28. Imagery of Olympic Games
All Countries
Q: Please say how much or how little each descriptor applies to the Olympic Games using
a scale of 1-10 where 1 is does not apply at all and 10 is applies fully
[Mean Scores: 1 = Does Not Apply → 10 = Applies Fully]
Descriptor Mean High Low Descriptor Mean High Low
Global 8.3 9.0 7.8 Respectful 7.5 8.6 7.0
Striving 8.2 9.0 7.1 Inspirational 7.5 8.4 6.0
Excellence 7.9 8.7 7.1 Fair Play 7.5 8.0 6.4
Determination 7.9 9.0 6.6 Optimism 7.5 8.5 5.2
Participation 7.9 8.6 7.4 Authentic 7.3 7.8 6.3
Being the best 7.9 8.9 7.3 Equality 7.3 8.0 6.2
Celebration 7.9 8.7 7.1 Trustworthy 7.3 8.0 6.4
Dynamic 7.9 8.3* 6.9 Inclusive 7.1 8.0 5.9
Patriotic 7.8 8.6 7.0 Eternal 6.9 7.9 5.9
Exciting 7.8 8.5 6.5 Glamorous 6.9 8.2 3.8
Unity 7.7 8.4 6.8~ Innovative 6.9 7.8 5.7
Festive 7.7 8.5 6.5 Spiritual 6.3 7.7 4.5
Heritage & tradition 7.6 8.6 6.6 Political 6.1 7.8 5.2
Peace 7.6 8.8 6.3 Too commercialized 5.7 7.3^ 3.8
Friendship 7.6 8.6 6.6
Note: *Russia & Brazil both scored 8.3; ^Brazil & Mexico both scored 7.3; ~France & Japan scored 6.8
29. Values of Olympic Brand
Market Highlights
• ‘Global’ is ranked 1st by UK, France, US and China (Similar to 2004)
• ‘Striving’ is 1st by Russians, Mexicans and Japanese
• Italians place ‘Festive’ top after having played host in 2006
• ‘Unity’ is ranked top by S Africans
• Germany put ‘Excellence’, Brazil ‘Peace’ and Canada
‘Determination’ as their top values
• Across all demographics the top value is ‘Global’
30. Olympic TV Viewing Levels
All Countries
Q: As you may or may not know, the Winter Olympic Games were staged in Turin/Torino in Italy this
year. The Games lasted for 17 days. Which of the following statements best describes how much of
the event you watched on television?
I watched it everyday 12%
I watched it often, around three Respondents who
22%
or four times a week watched some TV
coverage of the 2006
Olympics
I watched it occasionally,
26%
perhaps once or twice a week
Net Reach = 81%
I didn't see very much of it,
watching maybe once or twice 21%
overall
I didn't watch it at all 18%
Don't know 1%
31. To
w
at
ch
at
hl
et
es
fr
om
m
y
co
Ij
All Mentions
us un
To tr
su tl
ik y
e co
pp
o sp m
rt or pe
m t s
te
Th y in
er
41%
co
e un ge
ar ne
e tr
y/ ra
ce na l
rt tio
To ai
n
35%
w sp na
lp
at or
ch ts ri d
ce th e
rt at 34%
ai
n If
Ju at ol
hl lo
st et w
be es
ca
27%
co
us
e m
it pe
is te
Ie a
20%
bi
nj
oy g
ev
th en
e
Olympic TV Viewing Levels
M t
y ce
fr re
19%
ie
nd m
on
s/ ie
fa s
m
ily
18%
Il w
ik at
e ch
th it
e
Ju pa
10%
st ge
to an
tr
ke
ep y
in
10%
It' fo
To s rm
Th ex on ed
er pe TV
10%
e' rie
s nc
so
no e m
th ot uc
in he h
g
8%
be rc
tte ul
tu
was it about the Winter Olympic Games that made you watch it?
rt re
Ev o s
w
Base (2,445): Respondents stating that they watched the Winter Olympic Games everyday or often
er at
6%
yo ch
ne on
's
ta TV
lk
in
g
6%
ab
ou
ti
t
3%
Q: It would appear that you watched quite a lot of the Winter Olympic Games on television. What
All Countries
32. Olympic TV Viewing Levels
All Countries
Q: Why didn’t you watch any of the Winter Olympic Games on television?
26%
18% 17%
12% 12%
9%
5% 5%
l
ts
on
TV
o
e
TV
t
e
or
ho
tim
tm
r
po
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ith
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tk
no
no
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lik
id
D
t
no
o
D
Base (1,242 - 17%)): Respondents who did not watch any TV coverage of the Winter Olympic Games
33. Olympic TV Viewing Levels
By Market
2004 Summer Olympics
2006 Winter Olympics
% Net Viewership Reach - % watching some coverage of the Olympic Games
95% 97% 97%
97%
93%
92% 94%
89% 87% 91%
91% 89%
88% 86% 87%
85% 84%
81% 81% 80% 82%
76% 77%
51%
46%
n.a.
es
a
ia
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an
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Fr
ou
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ou
ll
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Note: Key points
34. Olympic TV Viewing Levels
By Age & Gender
2004 Summer Olympics
2006 Winter Olympics
% Net Viewership Reach - % watching some coverage of the Olympic Games
91% 90%
88% 86% 88% 88% 87%
84% 84%
81% 79% 81% 79% 81%
ts
e
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41
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Note: Key differences
Editor's Notes
Difference from 2004 is the inclusion of UK and the change of sample points in China to account for the population outside the major urban conurbations. Represents over 1/3 or 37% of world pop
In a year when both Olympic Winter Games and FIFA World Cup take place, the former is a little more appealing than the latter. The Summer Olympic Games surpasses both events in terms of appeal. Awareness is at saturation point for all three events – around 90%, albeit the two events that are being staged in 2006 are more top of mind. Interestingly the best of the rest is MTV music awards – from the list tested, the immediate competition comes from one of the non-sports property that was tested. Amongst those aware of events, the X Games are more appealing than F1.
Comparing the results this year with those reported in 2004, it is interesting to see that while events including F1, World Athletics Champs, Wimbledon and MTV music awards maintain same awareness, the appeal scores are lower. We noted in 2004 that MTV events just happened to be taking place in and around the time of the research. This was not the case this time around and the associated appeal score has dropped subsequently. The local, domestic soccer leagues in each market stay constant in terms of awareness and appeal. Unsurprisingly the Winter Games, in a year when it was being staged, were more front of mind and the appeal of the Summer Games slips in the middle of its quadrennial cycle of events. But overall the “big three” relatively hold firm and are out front in awareness and appeal terms.
The bulk of the figure skate support come from the Far East – 37% being contributed from Japan and China combined. China had bulk of interest, they won 2 medals; Japan next, they won 1, their only 2006 medal. The Mexicans have a keen interest in skating, a figure substantiated by TV audience research. The coverage of the Winter Olympic Games was quite broad in this market and the treatment of the programme production was very creative. Russian Fed contributed 10%, they had the most medals. Surprisingly, the US did not contribute as significantly as expected. However, it may be because a good number of respondents mentioned with skating without attributing Ice Skating or speed skating…
No one market dominates – Ice Hockey in Russia has always been well supported, and of course it has always enjoyed a strong fanbase in North America, and the women won bronze. The most popular sports in South Africa are team sports and Ice Hockey was a favourite for them in this 2006 study. Canada won gold in women’s
Success breeds interest and China has some good speed skaters and won 2 medals. It is also popular in the US, who won 7 medals and the Mexicans extend their interest in skating to include speed skating as well as figure skating. Italy won 3; Canada, 8; Germany 3;
In Japan, after figure skating, ski jumping is the most popular discipline. It enjoys strong support in Germany too, while the UK also have an affinity to it due to a past competitor called Eddie “the Eagle” Edwards. While coming last in the competition, his bravery (nee stupidity) won the hearts of the British and embodied the “taking part rather than winning” essence of the Olympic brand. Medal winners: Austria, Norway, Finland
Skiing in general was mentioned by 18%, most of these being North American.
Reassuringly, most of the statements that were asked in 2004 and repeated in 2006, attracted similar scores. In this latest wave of research, the fact the Games happen only once in a while made them special, this being agreed by 77% of respondents. Some research that we have seen suggests other properties, such as domestic soccer, are suffering from overexposure with there being just too much of it on TV. (2004 score being 78%) An important and fundamental pillar to the Olympic Brand is that the Olympic Games is more than a sports event – 73% realising this to be true. (76% in 2004) 73% agreed the Games provide a good role model for children (2004 - 72%) and, a statement new for 2006, showed that 75% asserted that the performance of the athletes encourages children to participate in sports. These indicate the positive influence the Games have on the youth and this is an interesting hook for certain sponsors. The dichotomy of the Olympic brand noted in 2004 still very much holds true in 2006 – around 70% agree that the Games are as much about taking part as they are about winning, yet a similar proportion of people believe there is no better achievement than winning an Olympic Gold. The only really major difference between 2004 and 2006 global scores concerns the statement that Olympic Games has something for everybody, 65% in 2006 being down on the 74% noted in 2004. This we put down to the fact that this study was focused on the Winter Olympic Games at a time when the event had just been staged - the breadth of support for winter sports does not match that of summer sports – the one sport of Figure Skating dominates the Winter Games, while Summer Games sees support for sports spread more evenly.
While we asked people why they didn’t agree that the Olympic Games has something for everyone, we also delved deeper on the reasons why respondents agreed with this statement. In short, the global results highlighted it was the “diverse range of sports on offer” and “being able to find one that you liked” that encouraged people to agree, these two statements being ranked 1 and 2. So, in the main, it is the sport, but 10% did mention the different cultures coming together and a similar number felt they could follow there own country. Also, there were some noticeable differences in scores by market.
Those people who disagreed with the statement that the Games has something for everyone (around 10% of the total sample) were probed as to why they thought this. In the main, half of those that disagree with the statement believe that not everybody is interested in sports – this being a combination of three groups of scores – the highest ranked on the chart above plus “not all people are athletic” and “not everybody is interested in winter sports”. Because so few people have disagreed with this statement, the individual sub samples by market are two small to draw any robust conclusions from, so the data should be regarded much more qualitatively than quantitatively.
“ Global” (8.3) is the attribute most associated with the Olympic Games, followed closely by “Striving” (8.2). Encouragingly, the more negative values of “Too-commercialised” and “Political” generate the lowest scores of 5.7 and 6.1, respectively. Note – in 2006 we exchanged “American” for “Exciting” as the 2004 research showed that the former was clearly not associated with the Olympic Games (mean score of 5.4 out of 10 in the last study) and we therefore no longer had a need to test it.
Again, this year we split the 29 attributes into 3 equal tiers with the “new-for-2006” descriptor, “Exciting” falling in the 1 st tier. The 1 st tier comprises those attributes most associated with the Games, while the 3 rd tier includes “Too commercialized” and “Political” which are least linked with the event. Comparing the ranking of descriptors this year with 2004 shows very few significant changes. It is firstly important to note that overall the average of all descriptors has fallen from 7.5 in 2004 to 7.4 in 2006, which means that respondents on average are scoring just slightly lower this year. With a difference of 0.4 points for mean score year on year “Striving” is now ranked in 2 nd place rather than 1 st as in 2004. “Global” is now the top-scoring descriptor although the difference between mean scores for these two attributes remains small. “ Excellence” has moved up from 6 th to 3 rd this year, although the mean score has decreased by 0.2. “Participation” has also become more associated with the event this year being ranked 5 th vs. 9 th . The 2006 respondents seem to perceive the Olympic Games to be more uniting this year ranking “Unity” 11 th vs. 14 th in 2004. The Olympic Games are believed to be more “Authentic” this year with this descriptor rising 4 places (24 th to 20 th ) and the mean score has also increased noticeably from 6.9 in 2004 to 7.3 this year. In contrast, the score of 7.6 for “Friendship” places it 15 th in 2006 compared to 10 th in 2004 (7.9). “Fair play” has dropped by 3 places from 15 th to 18 th , although the difference is mean scores is negligible. “Eternal” and “Glamorous” also show slight variation in ranking with drops of 4 places for each descriptor.
Here we note the market producing the highest and lowest mean scores for each descriptor. Overall the research shows that certain markets appear to be more positive about the Olympic Games than others. Is it also possible that some nationalities are more inclined to offer higher scores than others. Russians produce the highest score for 11 of the 29 descriptors and in particular score an impressive 9.0 for “Striving”. In other areas of this 2006 research we have the Russians to be particularly positive in their opinions on the Olympic Games and sponsors and it would appear that this is also the case for the Olympic brand attributes. The Canadians, Brazilians and Chinese are also more likely to produce high scores. The Canadians generate mean scores of 9.0 for “Global” and “Determination”. The Brazilians appear to appreciate the “softer” brand values of “Participation”, “Festive”, “Peace” and “Friendship” more than any other nationality. This is also a trend amongst the Chinese who score highest for a number of descriptors such as “Unity”, “Fair Play” and “Equality”. The French and UK respondents produce a high proportion of the lowest mean scores, but again this is consistent with their attitudes towards the Games and the sponsors which have generally been lower than average. In particular, and consistent with the 2004 findings, the French do not perceive the Olympic Games to be “Glamorous”. This may be down to the well-recognised French chic and stylish culture resulting in “glamour” perhaps not being so readily associated with sport and the struggle for success. Addition, from other global research carried out by SI, the French tend to be a little indifferent towards sport. Interestingly, the Italians are least likely to perceive the Games to be “Political” and this should be seen as an encouraging result considering this market hosted the recent Winter Games.
81% of people across 12 markets watched at least some Olympic coverage on TV. So only 1 in 5 people didn’t tune in. 88% reach for Athens In 2004 the net reach was 88% indicating just 1 in 10 didn’t see any Olympic programming. For Athens, the coverage was more regular too with 20% watching daily, but for Torino the equivalent score as 12%, nearly half that of 2004 figure.
In addition to establishing the key drivers to watching more of the Olympic Games, we also probed those respondents not tuning into any of the Games to understand why they didn’t watch. There was quite a diverse range of replies! 26% said that the Games didn’t interest them, a further 12% noted they didn’t watch as they were not keen on sports. The second and third ranked reasons indicated that a good deal of people were time pressured – so in total 35% were saying they didn’t have enough time to watch the Games or were too busy with work or school.
The widest reach in a market was in Japan who can’t get enough of the Winter or Summer Games each event enjoying 97% net reach for each event in this country. France seemed to have been more attuned to the Winter Games with 89% seeing at least some of the Games, compared to 76% of the Summer Games. The Russia sample seemed to have been much more Olympic friendly with 95% of the population seeing at least some of the Winter Games which compared favourably with the 85% noted in 2004. The big differences 2004 v 2006 were in those markets not traditionally renowned for their interest in winter sports – South Africa and Brazil. In Brazil the reach of the Winter Games was only half that of the Summer.
We asked of those Olympic TV viewers, a battery of questions concerning people’s viewing habits in relation to the Olympic Games. Three quarters of people watched in their own home, while nearly half watched with friends and family. These scores are down on those measured in 2004 – the corresponding scores being (83% and 57% respectively). This level of in-home, and more solitary, viewing is different to other sports events, such as the World Cup, which enjoys a greater proportion watching in bars and with friends. A particularly positive score though is that nearly half of respondents (46%) agree that their most favourite TV moments involve the Olympic Games. This is also down on the 2004 number but we need to appreciate that the UK has been added, which is a more sceptical nation. Additionally, the Winter Olympics will be fresh in the minds of respondents and this event doesn’t resonate so much with certain markets as the Summer Games do. More people disagree than agree that they prefer to watch other sports events than the Olympic Games (38% v 30%). But clearly nearly a third of those that are tuning into the Games have a preference for other sports events.
We wanted to dive a little deeper on the viewing habits and asked those respondents why they preferred other sports events over the Winter Olympic Games. A third of this group felt that other sports were more interesting while very nearly a quarter specifically noted they preferred to watch soccer. A further 10% stated they did not like Winter Sports!
While television is going to be the primary outlet for the Olympic Games, other media and new media channels need to be carefully considered as they have a vital role in distributing both Olympic event and brand to the masses. There are of course increasing range of media channels that distribute Olympic Games coverage and news. The power of the print is evident – over half read about the Games in newspapers and 17% read magazines to get information on the event. 26% now employ the internet to stay informed and increasingly will use it to watch coverage of the event. Of course there are considerable differences by market which more or less match the internet penetration in those markets. For example, South Africa has very limited access to the internet across the country, and they do not use this tool to access Olympic related content.
Really there are three types of website visited to gather Olympic Games related information. More often than not, internet users first encounter a search engine upon logging on – these sites do their best to deliver a range of data and information and users find what they need here without having to go further a field. The media, who have the benefit of promoting their website addresses on TV and through the press, also account for a large proportion of website visits. If it isn’t the first two then sites such as Olympic.org or torino2006.org attract the visitors.
Across the 12 markets the search engine, Yahoo!, was the website most commonly used to keep informed about the 2006 Winter Olympic Games.
Rather than just looking retrospectively at consumption we asked people for their views on how they might use different technologies to consume the Games in the future. While 4% in total said they currently used the mobile phone to get data concerning the Games, 20% said they will in the future use it to information – this being a 5 fold increase. Over 30% said that they would follow the Games coverage on the internet via webcasts. High definition TV is already here with 2006 Games being the first to broadcast in HDTV mode – but 43% believe in the future they’d be watching this type of TV coverage.
Overall, attitudes towards the Olympic Sponsors are positive, with respondents in all markets showing an appreciation of the partnership between the Olympics and the brands. Indeed, for each statement more respondents agree than disagree. The statement producing the highest mean score of 4.2 out of 5.0 is “Sponsors provide vital support and funding to help ensure the Olympic Games take place”. That three-quarters of the total sample appreciate the role a sponsor plays, should be seen as a very encouraging result. For the statement “Olympic sponsors would benefit from linking their advertising and promotions with Olympic ideals” the proportions agreeing are at 66% and for disagree only 7%. Having considered how this year’s results compare with 2004’s, this is the only statement to show any difference and even then the variation is only slight. In 2004 the levels of agreement with this statement was 69%. Opinion is most divided over whether “Knowing a company is a sponsor of the Olympic Games would make me more likely to consider their products or services”. 42% of respondents agree with this statement while 28% disagree and this produces the lowest mean score of 3.2. These figures have not changed year on year and we noted in 2004 that these results should be considered very positive. What is great is in this year’s study is that we have data to back up this theory. Further questioning of our 12-market sample this year has allowed us to contextualise these findings against 3 other global events to show just how positive these Olympic scores actually are. The results are reported in the next section. In addition, this year the research allows us to note that 62% of the all countries sample believe that sponsors are partly or solely responsible for financing the 2006 Winter Olympic Games and 23% think that they play a part in delivering the Games. Combining this with the fact that a majority of respondents appreciate the essential role a sponsor plays in staging the Olympic Games and therefore the need for their support, shows that that there is a really warm and consistently positive attitude towards the Olympic sponsors.
These are an important set of statistics. In 2004 we asked the general public whether they were more likely to consider using a brand if they know it to be a sponsor of the Olympic Games. In 2004 the overall score was 42%, this being matched in the 2006 study - in some quarters the 2004 figure was not so well received. We argued at the time that similar studies scored much lower referencing scores from the FIFA World Cup and Athletics by way of comparison. This year, included in the study were 3 other major properties so we could draw direct comparisons. This went to prove that the Olympic Games sponsors are better considered than other events. The net figures are the most interesting – this is the difference between agree and disagree and provide a comparative measure of strength of option. For the other three events tested – Football World Cup, MTV Music Awards and F1 Motor Racing, the % that disagreed were greater than those that agreed. +14 score for the OGs is comfortably higher than the next best scores, which was for the World Cup – a net of -4.
The Olympic Rings are a key brand asset. Their impact can be measured on a number of different scales. How well do they attract attention? Overall half of the populations in the 12 markets in this study believe that the use of the Rings would impact and draw interest. How does one feel upon seeing the Rings on a product or service? Here in this study we see considerable positive impact through the use of the Rings. 42% feel more positive to product or service that featuring or displaying the Rings.